The Rise of Feminine Values in Society Is Creating Better Marketing As women have increased their economic power in society and taken on more and more leadership roles — and leading on their own terms, not men’s — we are seeing a culture-wide embrace of traditionally “female” values, such as empathy and community. What we are seeing is the birth of a new era in American society and culture: The New Matriarchy. The New Matriarchy is signified by this culture-wide set of values and traits traditionally associated with women but currently prized by women and men. Driven by their historic gains in the public and private sectors, women are setting the cultural tone in our society. And as the culture moves, so does great marketing. While technological innovations in digital and social marketing are often said to drive the current trend toward fostering brand “relationships,” it’s the increasingly feminine values of the culture at large that have created a supportive environment for our freshest thinking on how to build brands.

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